By: Talia Shreenan, Audience Specialist at Eyeota
In 2024, U.S. political advertising spend is expected to grow substantially over the previous U.S. presidential election year, rising by about 30 percent from 2020 to $12.32 billion. While TV ad spend will still constitute the lion’s share of that spend, the growth is being strongly driven by digital channels.
As in past election years, data will serve as the cornerstone of successful political campaigns. Let’s look at six secrets to using privacy-safe data to power successful political campaigns, as well as the audience segments proven to power winning candidates and causes. (Media buyers looking to tap into these powerful strategies and segments can learn more in the Eyeota “How to Target Political Audiences” guide.)
1. Target Based on Demographics
Demographics are a cornerstone of political targeting. Age, gender, ethnicity, education, and income levels all influence voting behavior. By segmenting your audience based on these factors, you can create targeted messages that address the specific needs and concerns of each demographic group. For example, younger voters might be more concerned with issues like climate change and student debt, while older voters might prioritize healthcare and retirement security.
Political Targeting Tip: Campaigns looking to reach Hispanic voters in a targeted way, with messaging that resonates, might want to consider employing audience segments such as “Adstra - Political Precision - Voters by Demographic Selects - Hispanic / Latin American Voters,” available through Eyeota.
2. Target Based on Party Affiliation
Party affiliation remains one of the most reliable indicators of voting behavior. Segment your audience based on their political party alignment to tailor messages that either reinforce their support or encourage them to consider your candidate if they are undecided. For your base, focus on energizing and mobilizing them to vote. For opposition members, find common ground or less polarizing issues to potentially sway their opinion.
Political Targeting Tip: Social justice causes looking to reach beyond their known supporters might want to employ audience segments such as “Experian - Politics - Political Personas - On-the-Fence Liberals,” which can help tap into persuadable voters who already lean left.
3. Target Based on Interest in Specific Politicians
Voters often have strong opinions about specific politicians. Use data to identify voters who show a particular interest in or support for certain politicians, whether they are allies or opponents. This insight allows campaigns to craft messages that either align with or counter the narratives associated with these politicians, thereby swaying voters more effectively.
Political Targeting Tip: Candidates or causes looking to connect with Republican voters in Florida might consider employing the audience segment “Eyeota - US Politics - Interest - Political Leaders/Personalities - Ron DeSantis,” which includes individuals interested in the current Florida governor.
4. Target Based on Voting History
Analyzing past voting behavior provides valuable insights into voter tendencies and loyalties. Identify voters who have consistently supported your party, those who are swing voters, and those who have shown patterns of non-participation. Tailor your outreach to reinforce loyalty among your supporters, persuade undecided voters, and motivate non-voters to turn out on election day.
Political Targeting Tip: Causes looking to connect with young or otherwise new voters might consider employing the audience segment “Adstra - Political Precision - Voters by Voting History - Newly Registered Voters,” which includes individuals who have recently registered to vote for the first time.
5. Target Based on News Outlet Support
The media sources voters trust and consume can greatly influence their perspectives and opinions. By identifying which news outlets your target audience follows, you can tailor your messaging to align with the values and narratives promoted by these outlets. This approach helps in crafting more credible and relatable messages that resonate with voters' existing beliefs and information sources.
Political Targeting Tip: Candidates and causes looking to connect with avid liberal news followers might consider employing the audience segment “Affinity Answers - Interest - US Politics - Liberal-Leaning Media Outlets - The New York Times” to reach these valuable readers.
6. Target Based on Cause Support
Many voters are passionate about specific causes, such as environmental conservation, social justice, healthcare reform, or economic policies. Use data to identify which causes are most important to your audience and tailor your messages to highlight your campaign’s stance and actions on these issues. Demonstrating alignment with voters’ core values and causes can drive deeper connections and stronger support.
Political Targeting Tip: Social justice causes might consider employing audience segments like “Adstra - Political Precision - Social Profiles by Type - Black Lives Matter Supporters,” designed to reach supporters of this existing racial justice movement.
Do you want to learn more about how to target political audiences effectively? From driving awareness to motivating voter action, the Eyeota “How to Target Political Audiences” guide has the personas and profiles you need to identify, reach, and engage your target voter audience on all digital media channels, including audio, connected TV, digital out-of-home, display, mobile and social channels.
Discover addressable digital audience profiles to target your ideal customers such as:
Download the Eyeota “How to Target Political Audiences” guide here.
Connect with the Data Desk team to request your custom audience targeting strategy today!
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